Decoded - the Science Behind Why We Buy

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  • Edition: 1st
  • Format: Hardcover
  • Copyright: 3/4/2013
  • Publisher: Wiley
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Mostly, we use & purchase products without even thinking. In this book, Phil Barden shows how the hidden levels of consumption work, and what happens in the brain when we decide on a particular product. The secret codes of products are unlocked using the latest findings from neuro-psychology. We discover why we buy them and how we use them. The author shows how relevance, differentiation and credibility in the marketing of products can be significantly raised. At the same time, the book shows how exasperating and subjective debates and discussions on advertising, pack and product design can be replaced by strategic decisions which will lead to far more efficient Marketing. This is the first time that buying behaviour has been so clearly explained by showing how codes are the link between neuropsychological goals and the products and services that we choose in order to create top-selling products.

Author Biography

Phil Barden is a proven marketer with over 25 years’ experience, including senior and international roles at high profile companies such as Unilever, Diageo and T-Mobile. Fascinated by the insights from decision science and by the value these can bring to marketing, he has latterly  immersed himself in this new field. He is now one of very few experts to combine a practitioner’s perspective with a profound knowledge of decision science, making him very much in demand among clients and conference organisers alike. In this book he bridges the gap between the world of marketing and decision science, taking the reader on his fascinating journey.

Table of Contents

Foreword ix

Preface xiii

1. Decision Science: Understanding the Why of Consumer Behaviour 1

2. The Moment of Truth: Decoding Purchase Decisions 37

3. Decoding the Interface: How the Autopilot Perceives Touchpoints 67

4. Optimizing the Path to Purchase: The Decision Interface Makes the Difference 119

5. Goals: The Driving Forces of Purchase Decisions 159

6. From Positioning to Touchpoints: Bringing Value to Life 203

Closing Remarks 255

Acknowledgements 257

Recommended Reading 259

Index 269

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